I'm not here today to criticize Oregon for scheduling soft this season. The nonconference schedule would look better had Kansas State and New Mexico not backed out of scheduled games. But it's become apparent that television revenue, the pursuit of a Bowl Championship Series bowl game and a sellout streak at any cost is far more important than keeping the full-frieght die-hard customers happy.

And something about that feels wrong.

I'm sure there are a fair number of Ducks fans who are happy to pack up the SUV, attach the yellow and green pom poms and drive Interstate 5 simply because they enjoy the experience of tailgating and having something fun to do on a Saturday. And I'm certain there's another segment of the fan base that wants to see Oregon win every home game. And also, a third segment that wants competitive football. At times, I've believed it impossible to please all three factions. But I now realize it's possible to displease all three because that's the scenario we have playing out this week.

Oregon is going to provide Arkansas State with a back-alley whipping on Saturday. It's going to do so in front of a stadium that isn't filled. And most of those who do attend will know they paid full price for tickets to an inferior sporting event. So inferior that the university itself stooped to slinging the tickets on a discount website alongside the guy who belted out "On the Road Again," three decades ago.

Oregon has elevated itself as a program. It was a foregone conclusion that the Ducks were a Top 5 program to start the season, and the stakes are so high that I took a beating from angry UO fans after my season prediction was published on Thursday. I believe Oregon goes 10-2 in the regular season, forgive me. You'd think I wrote 2-10.

Things have changed at Oregon. But not so much that anyone should take season-ticket buying fans for granted. The blue-collar fan who shells out hard-earned money for overpriced gravel parking spots is the real champion of this Oregon program. You can talk about $21 million in additional television revenue, you can chase an undefeated season, but if the loyal, committed customers feel slighted and stop showing up, this program isn't going anywhere.

Normally I cringe when anyone starts by telling me, "I was there when nobody went..." but it's exactly those fans who I'm talking about today. Those, plus the fans who began to attend Ducks games in more recent years, and have eagerly anticipated the home games, and also, supported the entire athletic department by buying into football.

Groupon?

Really?

I'd expect this isn't Arkansas State's first discounted road appearance. And I think Tennessee Tech is going to be a tough sell, too. And again, those two things aren't Oregon's fault, but I'd have rather seen the Ducks decide that selling out the stadium was not worth selling out their loyal season-ticket holders.

The sellout charade that the Trail Blazers pulled during last season became a running joke. Fans saw through it. Media joked about it. Even the Blazers themselves know that they sold out some games last season only in theory and imagination. But it feels clumsy when you see a college program that many around here says they grew up with going Groupon beside Willie Nelson and Family trying to fill seats.

College football isn't a massage. It's not a cab ride. It's not dinner for two with a free appetizer.

Saturdays at Autzen Stadium should feel sacred.

That 29 percent discount is going to look pretty appealing to everyone at Autzen Stadium when Oregon leads at halftime 35-0. I suspect there's going to be some discussion among fans about how odd it feels to pay full price for tickets that were ultimately discounted, and given away. People work hard for their money. Tickets are expensive. And so folks have every right to arrive early and stay late at the stadium.

Nothing anyone can do about this now but learn from it. For the athletic department there's valuable market research going on here. Oregon must continue to schedule, and keep, competitive home games if it wants to sell out the season-ticket packages and fill Autzen. The market doesn't lie. When the stadium isn't full it's not because the seats aren't comfortable.